Case analysis: Using the “New 4C” rule to dismantle a real case

Today, we will use the “New 4C” we talked about last week to analyze a real case.

1. Case

The synopsis is this: Because the fruits in Songjiang University Town are monopolized by small vendors, they are relatively expensive. In order to buy cheaper and fresher fruits, this junior schoolgirl found some seniors who could purchase the goods and set up a WeChat group of her own.

Every morning, my junior high school sister would send some fruit information to the group, and then everyone would order fruit together, which would be delivered around 4:30 pm. We can handle up to 140 to 150 orders a day.

In addition, the school girl also said responsibly:

"If there is a problem with the fruit, we can make up for it or compensate you at the original price. If there is a problem with the taste of a certain fruit, we will also tell you. From my perspective, I buy fruit just because it tastes good, not just because it is cheap. I try my best to satisfy everyone!"

She will also import some new fruits based on the group’s requests. Because of the good service, it has also built a good reputation and new people have joined one after another.

The only "bad" thing is that the guys in the group have become dependent on the junior. If the junior has a class tomorrow and cannot order fruit, the friends will order more and stock up. For example, one day the junior school girl wants to go out and play for a few days. Then everyone said, "You're out playing, what about our fruit?"

When the reporter asked, "Are you satisfied with the business?" the junior girl replied, "Because this is not my main focus, I just let things take their course."

In fact, there are two clues in the report. I wonder if you have noticed them carefully:

1. Clear line: Students have limited financial resources, but it is difficult to buy "cheap and delicious fruits" in the university town, so junior high school girls set up their own "fruit" community .
2. Hidden thread: Fruit suppliers represented by "seniors" find these students to help them do micro-business, slowly eroding the market of physical fruit stores.

While the fruit vendors in the university town were still feeling proud of their joint monopoly on the market, a mobile Internet revolution targeting the fruit vendors was quietly taking place. The roots of the revolution lie in the rise of countless fruit communities.

2. New 4C Disassembly

Let's use the "New 4C" to break it down. The "New 4C" can be simply said to be:

In appropriate scenarios, targeting specific communities, using content or topics with high spreadability, rapid diffusion and dissemination can be achieved through the fission of connections between people in social networks. Thereby achieving effective communication and commercial value.

The formula is:

4C = Context + Community + Content + Connection

1. Scenario Analysis

For scenario analysis, we have introduced the tool of "customer experience map". Let's take a look at some pain points in the original fruit purchasing process:

From the above picture, we can easily find the problems that users have in the fruit purchasing scenario:

• It’s a little troublesome to change clothes before going out;
• If you encounter unexpected weather conditions, you have to go back and get an umbrella;
• The environment of the fruit shop is not particularly good, it is noisy and crowded;
• I was indecisive when choosing fruits, and there were some things I wanted to eat but I thought they were too expensive;
• It takes a while to queue up, and I get a little impatient waiting;
• After tasting it, I felt that the taste was just average. I wanted to talk to the merchant about it but didn't want to go through the trouble.

As a fruit lover, how can I optimize the entire purchasing experience? Let’s look at the picture first.

As can be seen from the above figure, users’ emotions do not fluctuate that much in the optimized purchase scenarios. By combining the complementary advantages of online and offline, users can reduce the need to switch their geographical locations and improve convenience. Through timely online feedback, after-sales service can also be guaranteed.

From a marketing perspective, at around 4 p.m. every day, a large amount of fresh fruits are spread on the ground for people to pick up, which in itself is a form of free publicity. The mentality of students who don't know the truth changes every time they pass by: the first time they pass by they are curious, the second time they pass by they want to try it, and the third time they pass by they want to buy something else.

But there are also shortcomings. For example, the fruit stall on the ground is not a good experience for people to find. Smart shelves can be considered. This is a point worth optimizing in the scene. As shown below:

2. Community Analysis

Regarding communities, we have summarized the seven characteristics and five elements of high-quality communities in previous articles. Let's analyze it according to the structure of ISOOC:

• Like-minded people: The school girl’s fruit group gathers a bunch of fruit lovers. Their value concept is clear: "Fruit should be delicious and cheap." To achieve this goal, they not only discuss what to eat in the group, but also form a "Justice League" in the fruit world;
• Structure: This is a community structure centered on junior school girls. If there is a problem, you can directly find the junior school girls, and then negotiate with the suppliers. The junior school girls will help everyone, so this is a centralized community.
• Output: a list of recommended fruits and discounted fruits for each day, and a discussion about what to eat;
• Operation : Being influenced by her studies, the schoolgirl runs her business naturally. But she will stand on the side of her classmates and consider issues for the students in the group. However, I personally hope that the junior schoolmate can collaborate with other classmates to share the energy of operations.
• Copy: For schoolgirls, new fans are mainly gained through word-of-mouth among classmates. Since this group is centered around schoolmates, the advantage is that it has strong stickiness, but the disadvantage is that it has low replicability.

3. Content Analysis

For schoolmates, in addition to recommending fruits, they can also stimulate discussions in the group through daily topics.

For fruit suppliers, they need to integrate with upstream fruit wholesalers to get better quality fruits at lower prices, and they also need to expand the fruit categories. There needs to be different discounted fruit recommendations every day to retain users, and promotions should be combined with festivals.

4. Analysis of links between people

The junior student's student status provided her with many conveniences. It is her attitude of not making money as her goal and standing firmly with her fans that has won her the trust of her fans, established a good personal brand , and attracted more and more fans.

The relationship between fruit suppliers and student opinion leaders is a symbiotic one. Suppliers need to constantly discover and cultivate new KOLs (opinion leaders) and help these KOLs better manage their communities as much as possible. In addition, it is necessary to establish a membership system and a distribution system, and stimulate the enthusiasm of opinion leaders through commission rebates. This is the only way to grow bigger and bigger.

Conclusion

Before, a netizen sent me a private message saying: "I have a little bit of resources and want to combine them with the Internet , but I am in a fourth-tier city and I don’t know if it is easy to do." After listening, my advice is to "leverage your own strengths and start with the community."

Advantages always come first. You will become more and more confident in projects where you have an advantage. If you lack advantages, you must be extra careful, or find someone with advantages to cooperate with, and try to avoid falling into traps.

Starting from the “community” is the “community iteration” mentioned earlier. First find your seed users , and see if you can serve these 100 seed users well. In the community, users can continuously provide feedback to optimize and iterate products and services. By gradually expanding the community through good word-of-mouth communication, it is not difficult to replicate the model on a large scale once it is successful.

The case of college students selling fruits is a good example. The advantage of the school girl is her student status, which enables her to gain the trust of her classmates more easily and establish a fruit community through her identity advantage. The advantage of fruit suppliers lies in the integration of upstream resources, obtaining better fruits at lower prices, and cultivating good relationships with KOLs.

As the saying goes, "He who controls the community controls the world." I wish you all success in your entrepreneurship !

Friends who need a "Customer Experience Map" template can leave a message in the comment area. I am PM Uncle Xiong, and I continue to produce high-quality Internet content. Welcome everyone to follow me~

Author: PM Uncle Xiong, authorized to publish by Qinggua Media.

Source: PM Xiongshu (ID: pmxiongshu ）